In markets where our competitors charge much less due to local conditions, should we align closer to those local price levels or maintain our global pricing and focus on selling our product’s premium value?

Based on the insights provided in our saas pricing book, Price to Scale, the answer is nuanced:

• Maintaining your global premium pricing can be advantageous if you can effectively communicate the superior value of your product. This strategy helps preserve your brand’s premium positioning and supports a consistent value narrative across markets. As emphasized in Price to Scale, a strong, unique value proposition often justifies a higher price—even in markets with local competitors charging less.

• That said, consider the local context carefully. If the market is highly price-sensitive and competitors’ low prices are deeply rooted in local economic conditions, there might be cases where a degree of localization is necessary. However, any adjustments should be made cautiously. The book outlines that lowering prices to compete on cost can dilute your brand’s premium positioning if not managed with a corresponding enhancement in perceived value.

• Ultimately, our guidance is to focus on selling your product’s premium value while strategically evaluating local market conditions. If you decide to align partially with local price levels, ensure you have a robust strategy to support that change—such as tailored marketing messages that bridge local expectations with your global premium offering.

In summary, Price to Scale recommends that you generally maintain global pricing and work to articulate your product’s superior benefits. Only consider local adaptations if a deep market analysis shows that minor adjustments will enhance overall market penetration without undermining your premium brand.